As a marketer, visible content is key when managing a brand. Additionally, Instagram is a great place to advertise a new idea or product. However, it is important that if a business decides to use Instagram as a marketing channel, it pays attention to two variables. These variables are: The audience and the content. When marketing on Instagram make sure the post reaches the target demographic. This can be achieved using the hashtag system. A hashtag transforms “topics and phrases into clickable links on personal pages” (Rezvani 2013). This helps users find posts and topics they are interested in. Marketers need to be aware that a hashtag is one way to reach the target demographic. In addition to knowing the audience, the content should represent the brand being marketed. A marketer should ensure “transparency of content and follower activity” (Rezvani 2013). An Instagram profile may have a million followers, but that doesn't mean they're all active. However, this does not limit the marketer; some posts can be funny. What separates a good Instagram page from a great one is the combination of informative and entertaining posts. Not all users want to see products every